National: Mankind Pharma, has launched #GardanHilaateRaho campaign and has made a significant stride into the topical analgesic market through its consumer business division. The company is proud to unveil Nimulid Strong, a cutting-edge gel and spray specifically formulated to tackle neck pain—a condition that notably impacts overall bodily function and quality of life.
Nimulid Strong boasts a unique selling proposition of containing 2X diclofenac concentration, promising faster relief for consumers suffering from neck pain. This strategic move is in alignment with Mankind Pharma’s commitment to expanding its consumer healthcare portfolio and addressing critical pain management needs.
Accompanying this launch is a compelling new video campaign, #GardanHilaateRaho, which underscores the cultural significance of neck movement in Indian communication. Presented in Hindi, the campaign emphasizes how unrestricted neck movement is integral to expressing emotions, conveying progress, and celebrating achievements. The campaign’s tagline, “Kaam Chalte Raho, Gardan Hilaate Raho,” reinforces the message that Nimulid Strong can help maintain active, pain-free neck movements essential for daily life.
The video creatively depicts various scenarios where neck movements are crucial, from expressing affection and frustration to marking milestones and enjoying victories. It demonstrates how Nimulid Strong’s enhanced 2X diclofenac formulation helps ensure that neck pain does not obstruct these vital forms of interaction, promoting a life of comfort and expression.
Joy Chatterjee, Vice President, Sales and Marketing Head, Consumer Business Unit, Mankind Pharma Ltd, shared,“Our entry into the topical analgesic market with Nimulid Strong marks a pivotal moment for Mankind Pharma’s consumer business. By focusing on neck pain, which can severely hinder daily life, we aim to empower millions of Indians to live and communicate more freely. Our innovative 2X diclofenac formulation, paired with a resonant video campaign, showcases how integral neck movements are in daily interactions. The campaign’s message, ‘Gardandardka specialist’ (Specialist in neck pain), positions Nimulid Strong as the go-to solution for this specific, yet widespread problem.”
Nimulid Strong will be in gel and spray, providing flexible application options at pharmacies and modern trade outlets nationwide, backed by a comprehensive marketing campaign.
Mankind Pharma strategically launched Nimulid Strong in the Indian topical analgesic market, valued at ₹1488 crore by IQVIA. This move supports the company’s dedication to providing quality and affordable healthcare solutions, targeting specific pain management needs and enhancing its consumer healthcare segment.
